Messi sensationally announced his retirement yesterday from international football after Argentina crashed to defeat against Chile in the Copa America Centenario final.

"This does not change our association with him," a company spokesperson said.

Last year, in November, in a major marketing initiative, Tata Motors had roped in the soccer superstar as global brand ambassador for its passenger vehicle portfolio in a two-year contract, which can be extended.

The company had signed up the five-time winner of the best football player of the world award and Argentine captain to promote and endorse passenger vehicles globally.

Tata Motors was seeking to engage with young people through its association with Messi, who was seen promoting the company's latest hatchback Tiago.

The company's association with Messi is the first time ever that Tata Motor's passenger vehicle business undertook an overall brand association campaign with a brand ambassador. It is also for the first time that Messi endorsed an Indian brand.